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The Purpose Driven Newsletter
By Jeff Paro | June 25, 2008
All marketing efforts should move the client down the path of getting someone that has a need to know, like and trust you.
Newsletters can help create product evangelists by building a bond with your product users. Newsletters represent independent and niche viewpoints, often untainted by the pressure of corporate sponsors. One of the reasons many newsletters work is that people read them-no small feat when one considers the typical mail volume at most businesses.
You want customers to know as much about your products and services and your firm as they possibly can? Newsletters are the best place to announce company-wide events, such as holiday parties, ski trips, picnics, raffles, etc. Newsletters are great advertising means, and efficient reminders. They can be used for nurturing or interest capturing tools as supplements to other marketing efforts.
If you use an online newsletter, it will simultaneously: 1. contact customers with news and valuable information, 2. provide new leads, 3. position you as the local market expert and 4. nurture leads until they are ready to buy E-newsletter marketing is very cheap and has proven to be very successful for those who do it right.
Whatever your objectives, your purpose will determine what content goes in to your newsletter. With great content you will grow your list and win the attention of your readers, year after year. Content should be targeted to your ideal readers and match their preferences and reading style. In fact, some newsletters will include a fair percentage of content derived from reader feedback.
There are a few options for content generation. The first and least expensive is to write it yourself. If you are not a prolific writer or don’t have the time, consider hiring a ghost writer. Another insider tip is to interview a subject matter expert and use the transcripts to create an article. You can also do a ‘how to’ article that explains in detail how to do something.
How often should you send your newsletter? If you have a very research intensive ‘how to’ or expert interview type, then once or twice a month would be sufficient. But if your style of newsletter is designed around a ‘tips’ theme you may do once a week. More than once a week can become annoying and your value proposition is depleted.
The design of your newsletter actually determines its effectiveness. Use highly contrasting colors to avoid having the colors blur together. In addition, use a summary of topics. I use an “In this Issue” section at the top of each newsletter.
Topics: Business |